"For decades, telecommunications companies have been the quiet power behind the world's digital transformation. They connect billions, fuel global commerce, and enable nearly every modern convenience. Yet despite that foundational role, telcos have often struggled to capture the consumer imagination or command the kind of loyalty enjoyed by tech and social media brands built on top of their networks. Today, two converging forces can change the equation: the rise of the creator economy and the rapid maturation of artificial intelligence."
"Consumers have endless options, minimal switching costs, and little reason to stay loyal to any one provider. Our study has shown that consumers trust telcos with their most sensitive data, yet two-thirds will still switch providers within five years. For younger generations especially, telcos are utilities: reliable, necessary, but forgettable. But the same companies that built the infrastructure for the digital age can build the infrastructure for relevance. The question is no longer whether connectivity matters, it's how to make it matter more."
Telecommunications companies built the infrastructure for the digital age but struggle to capture consumer imagination and loyalty despite connecting billions and enabling commerce. Market saturation, endless consumer options, and low switching costs make telcos forgettable, especially for younger generations. Consumers trust telcos with sensitive data, yet many switch providers within five years. The rise of the creator economy and rapid AI maturation present an opportunity for telcos to become platforms for community and innovation. By partnering with creators, influencers, and purpose-driven brands, telcos can transform subscription plans into co-branded, community-driven experiences that drive relevance and deeper customer loyalty.
Read at Fortune
Unable to calculate read time
Collection
[
|
...
]